MSLGroup retains Heineken USA brands following review

March 03, 2011
by Alexandra Bruell

NEW YORK: MSLGroup retained its Heineken and Heineken Light PR accounts, which went up for review over eight weeks ago, confirmed Tara Carraro, senior director of corporate communications at Heineken USA.

NEW YORK: MSLGroup retained its Heineken and Heineken Light PR accounts, which went up for review over eight weeks ago, confirmed Tara Carraro, senior director of corporate communications at Heineken USA.

The company issued an RFP to eight firms, including incumbent MSL and a mix of small and large agencies, PRWeek has learned.

"As we work to develop a new strategic direction for the Heineken franchise in the US, Heineken USA decided to put its Heineken & Heineken Light PR accounts up for review to explore new, creative ways of communicating about the brand and reinvigorate its image with its core consumer, consistent with the new strategy," Carraro said via e-mail.

She added that MSL put together a "reinvigorated team" during the pitch.

"Throughout the eight-week process, MSLGroup consistently demonstrated that they understood the brief, delivered creative and breakthrough ideas, and had a passion for this iconic brand," she said. "We are thrilled to continue our partnership with MSLGroup."

In 2006, the company won the Heineken USA AOR account, which encompassed the corporate brand and its portfolio of brands, including Heineken, Heineken Light, and Amstel Light.

Carraro confirmed that the agency still works on Amstel Light, which was not up for review.